Again, who's calling BA innovative?
And anyway, they don't need to be, at least not with their advertising. Everybody - and I mean everybody - knows who they are and what they do.
BA are are at a massive advantage and they just need to be good at what they do. Fact is, they aren't as good as they used to be. Competitors like Silverjet can make ground on them, but they'll need to pull out all of the stops - innovation is only part of it - because they've got a hell of a lot of ground to make up.
Don't get me wrong here - I'm not a BA fan.